The chairman of Nongfushanquan became Asia's richest man, 55 billion dollars is how to make?

By tampering with goods to start, selling turtle pills based on, hard against the old rivals ...... Nongfushanquan Zhong furtively furtively glittering with their own experience, writing a "reckless turnaround" story.

Author | Chestnut

Editor | Chestnut

Outstanding | Touzirenshuo

The Hurun 2021 Global Rich List was released yesterday.

Zhong Glittering, the 67-year-old founder and chairman of Nongfushanquan, is the first Chinese entrepreneur to enter the top 10 of the Hurun Global Rich List, coming in at number 7, with a fortune of 550 billion yuan.

Compared to the high-profile Jack Ma and Ma Huateng, Chong Glittering is a typical stealthy tycoon. He's so low-profile that you won't even pronounce his name.

He not only founded Nongfushanquan, but he also did the health of the Church turtle turtle pills, Farmer's Orchard, mother brand beef stick ......

Not only that, he invested as early as in 2001, Wantai Biological in April 2020 listing, has been 26 stops, the most stops in 2020, the most stops in the new market, the most stops. Become the most stopping new stock in 2020, the market value of up to 102.6 billion yuan.

The furtively furtively furtively glittering road, not only a bottle of Nongfushanquan only.

Investors say "respect every valuable knowledge, and hope that these in-depth ideas are seen by more people.

In 1954, Mr. Zhong furtively glittering was born in Hangzhou, Zhejiang Province, his parents are intellectuals. His grandfather, Zhong Ziyi, was the secretary of the first party branch in Zhuji Zhong*** during the Northern Expedition.

But at that time, due to family poverty, in order to subsidize the family, glittering Zhong Gaofeng only read to the fifth grade of elementary school was forced to drop out, during which he studied masonry, dry carpentry.

According to his teenage friend, writer Mei Zhi recalled that in 1977, when the college entrance examination was resumed, although even the most basic knowledge of algebra did not understand, but he still insisted on taking the college entrance examination. He took the exam for two years in a row, but each year he fell short by more than 20 points.

In early 1988, the state officially approved the establishment of the Hainan Special Economic Zone, followed by a wave of Hainan gold rush. Today, the wealth list of many well-known tycoons, are the year of the gold rush. For example, Geely boss Li Shufu, and real estate magnate Pan Shiyi.

At the time, three pages of the Zhejiang Daily were reporting on the story, which made Zhong furtively furtive. He decided to take a break from his job and join the gold rush, starting his own journey as a businessman.

Zhong furtively glittering initial ideal, is ready to start China's first private newspaper in Hainan. But even in the newly established Special Economic Zone, the newspaper's number was still a no-go area for the private sector.

Unable to run a newspaper, Glittering Zhong focused his attention on growing mushrooms. Mushroom planting became the earliest venture of furtively glittering in Hainan.

But because Hainan is very wet in the morning and evening, but especially dry at noon, not suitable for mushroom growth. As a result, the project quickly lost all of the furtively furtively glittering investment.

In the era of tens of dollars per capita salary, tens of thousands of dollars is not a small amount. The furtively furtive Zhong G睒, who lost a lot of money on mushrooms, was a bit overwhelmed.

During that time, the furtively furtive Zhong Glittering earned tens of thousands of dollars by selling curtains today, and then lost it by raising shrimp in Wanquan River tomorrow, which didn't make much money back and forth.

Then a chance, he saw the health care products of the windfall, but also had a subsequent he and Wahaha Chairman Zong Qinghou feud .

Left: Zhong furtively furtively, right: Zong Qinghou

In 1988, health care market was in the thunder, the main bio-health oral liquid of the "Sun God", and children's nutritional liquid " Wahaha " God fights, the two companies spent three years, respectively, to achieve the health care market, the oldest and the second largest. The two companies took three years to achieve the health care market, respectively, the oldest and the second oldest.

Under the leadership of Zong Qinghou, with the hot nutritional solution, Wahaha by a Hangzhou school-run enterprise distribution department, the development of production value of more than 100 million large enterprises.

In 1991, Zong Qinghou and big fish eat small fish, merged Hangzhou Canned Food Factory, and established Hangzhou Wahaha Group.

This year, Zhong furtively glittering identity is Wahaha oral liquid in Hainan and Guangxi provinces, the general agent.

During that time, health products were very popular. In addition to the Sun God and Wahaha, Sanju oral fluid and other brands have also been introduced, just a few years, the turnover of more than 8 billion yuan, higher than the year Lenovo, Haier and other emerging technology companies.

Health care products, low investment, fast return, high profits, is the ideal "way to earn money. The furtively glance of Mr. Zhong does not want to be an agent for the whole life, he wants to grow into the market. However, the biggest problem is that, in the first few years, he did not earn any money, and he wanted to start a business without initial capital.

Coincidentally, Glittering is responsible for Hainan and Guangdong.

Back then, because Hainan is a newly developed special economic zone, Wahaha on the agency side of the price concessions; on the other hand, Wahaha oral liquid was very hot in Guangdong. This makes the Zhejiang glittering Zhong Glittering sensed the opportunity.

He utilized his position to get the goods at a low price in Hainan, and transported them to Zhanjiang, Guangdong and other places to sell at a high price.

This practice, called "tampering" in the brand retail industry, is a very serious problem.

The incident was exposed, Wahaha Chairman Zong Qinghou deprived Zhong Glittering of his general agent status, and directly dismissed him.

This is the first direct confrontation between furtively glittering and Zong Qinghou.

Despite the loss of Wahaha's agency, glittering Zhong has seen the huge prospects of the health care and beverage market.

After coming out of Wahaha, what really made Zhong furtively furtively furtively famous was "Keeping Well Turtle Pill".

Once, furtively glittering Zhong and his friends at a restaurant, he found that almost every table guests ordered the health soup. It turned out that the soup was made from turtles and soft-shelled turtles, a local specialty of Hainan, and was both delicious and nutritious, making it very popular with local consumers.

Zhong furtively glittering Zhejiang business talent immediately let himself think of the inspiration: the restaurant to do health soup, then I will do health pills.

In October 1993, Zhong furtively glittering in Haikou set up the Hainan Qiangshengtang Pharmaceutical Co., Ltd. and then hired three experts from the University of Traditional Chinese Medicine to spend eight months to develop the Qiangshengtang turtle pills.

Photo source network

Back then, in the publicity, the main concept of the turtle pill is: natural turtle as raw materials, according to the traditional theory of Chinese medicine, the use of modern ultra-low temperature cold freezing technology, in minus 196 degrees Celsius, the whole turtle whole turtle into a micro-powder.

Due to the unique concept, Turtle Pill was snapped up on the first day of its launch. In just a year's time, the turtle pills were sold from Hainan to the whole country, and furtively glittering Zhong earned his first 10 million dollars in his life.

After that, Glittering started to build his own health care empire.

Clear Mouth, Happy Growth, Duo and capsules are more than 10 brands and products, all of which are under the banner of the health care, biopharmaceuticals, beverages, food four major areas of the industry involved in the clientele down to the elementary school students, up to the elderly, as long as they can walk in the scope of his business.

Keeping well product structure

In the 1990s, when health care products were widespread, Keeping well was able to stand out from the crowd, and Zhong furtively summarized a set of his own business secrets:

"For a small business to grow and develop, the type of business it operates in must be unique, and it must be a huge profit. Because there's no scale effect for you to slowly build up."

This statement also represents the furtively furtive product design and marketing style.

Looking at the timeline, Glittering is definitely one of the first gold diggers in the health care industry. Although his product advertising is not as brainwashing as Shi Yuzhu's Platinum, the money earned is not less.

When furtively glittering as well as all the health care enterprises are making a lot of money, Zong Qinghou perceived a potential crisis.

First of all, the ingredients of health products are not regulated, and some brands have been found to contain hormones that are not good for children; and later on, they developed into malicious competition, with companies joining hands with the media to blow up each other's vicious incidents.

So, Zong Qinghou led Wahaha began to turn around, fully exit the health care market, to the beverage market strategic shift, to sell Wahaha fruit milk.

Zhong furtively glittering looked at their old rivals Wahaha gone, suddenly alert.

As expected, in the following years, the market changed dramatically.

In 1998, an old man in Changde City, Hunan Province, died suddenly. The media broke the news that the old man had taken eight bottles of Sanzhu oral liquid during his illness, which was also rumored to be the "Sanzhu Incident".

After the Sanzhu incident, the high-level anger, ordered the strict control of the health care market, a lot of health care products that had been red-hot disappeared overnight.

The good thing is that furtively furtively followed the old rivals to retreat together. Only after the health care products are no longer in the muddy water, glittering and Zong Qinghou again on the same battlefield.

In 1996, the glittering Zhong Glitter returned to Hangzhou and set up Zhejiang Qiandao Lake Conservatory Drinking Water Company Limited (the predecessor of Nongfushanquan).

Although he had the financial strength, the furtively furtive prospects were not optimistic.

At that time, the drinking water market was already dominated by Wahaha, Master Kong and other brands.

At that time, Wahaha AD calcium milk in the market leader, and in 1992 began production of mineral water, is deservedly the market leader, annual sales of more than 100 million. And Le Baisi, Master Kong and other brands are close behind.

Agrove Springs to tear a hole, much harder.

But furtively glittering with the previous experience in health care marketing, really raw to Nongfushanquan tear out of the market space.

"The reason why health care is so hot is because of the rising demand for health. If you can connect health to a market with more consumer potential, it's going to be a great deal."

First of all, it's going to be a great deal.

First of all, Mr. Zhong furtively named his product Nongfushanquan, giving people a sense of purity in nature.

Secondly, in the marketing, furtively furtively claimed that long-term consumption of pure water is harmful to human health. And Nongfusanquan, only produce natural water.

It is important to know that at that time, the production of pure water, is Wahaha, under the leadership of all the water enterprises Lepai's.

This market is not only the most important, but also the most important.

This market action in the view of peers, is a direct positive declaration of war .

This means that furtively glittering and Zong Qinghou two people of the second hard, still has been furtively glittering failure and ended.

Although the lawsuit was lost, but furtively furtively did not suffer any loss, Zong Qinghou did not take much advantage.

The brand war is on the table, everyone can see. But there are some strategies that Nongfushanquan has been cultivating for years outside of marketing.

In the production chain, Nongfushanquan has a set of original logic: in the source to build water reservoirs, directly from the source of water, so do heavy upstream.

In the channel, Nongfusanquan began to do light, to take a large distribution system, streamlining the various layers of distribution channels, in order to vigorously improve the gross margin of sales.

With the outbreak of several major events in the industry (Master Kong's "water gate" event, Yeebao "water quality gate" event), unknowingly, Nongfushanquan's market share step by step climbed.

In 2018, Nongfushanquan's market share was 28.3%, and it has been the number one market for several consecutive years. And Wahaha's market share is left at less than 7%.

Nongfushanquan has become the absolute leader of China's drinking water market in this fall.

In September of last year, Nongfushanquan landed on the Hong Kong Stock Exchange.

Despite the fact that selling water is no longer a sexy business in the eyes of investors, Nongfushanquan still got a $1 billion fundraising.

From the disclosed data, Zhong furtively glittering directly holds 17% of the shares of Nongfushanquan, and 67% of the shares through the health of the Church, is the absolute controlling shareholder.

You think Nongfushanquan is his only gold mine? No, his other identity is a biomedical company Wantai Biological controlling person. This is another demon stock in the A-share market in the first half of 2020.

As early as 2001, Zhong furtively glittering through the permaculture, spent 17.1 million yuan to buy 95% of the shares of Wantai Biological.

The main business of Wantai Biological is to make in vitro diagnostic reagents and vaccines. Fortunately, in 2020, test strips and HPV vaccines are hot spots in the market.

As the first batch of domestic companies to do in vitro diagnostic reagents, as well as the only HPV vaccine company approved for listing, as soon as Wantai Biologicals went public in April 2020, the market value soared by more than 30 times, rising from about 2.8 billion to nearly 90 billion.

This investment, directly for Zhong furtively furtively furtively brought more than 80 billion yuan wealth. It is not an exaggeration to say that furtively glittering is a top investor.

Nowadays, glittering Zhong has two listed companies. Through the direction and nature of these two companies, we may be able to see the projection of the personal experience and business ambitions of Mr. Glitter.

In the end, despite being a super-rich man, furtively glittering Zhong wanted to make more money.

That is to say, Zhong furtively glittering and his family in the listing before the three years of Nongfushanquan home base points out.

This dividend rhythm is a typical family business set, but also the hobby of Zheshang. People are ruthless.

Zhong furtively glittering familiar with business: the left hand grasps the market opportunity, the right hand divided up the money to never soft. Regardless of how the market questioned, the money into their own pockets.

Looking back at the furtively furtive glance, until now, his presence in front of the public is also very weak.

Jack Ma organized the Zheshang General Assembly never attended, even Wantai biological listing bell ringing he did not show up. Zong Qinghou's biography has been published in one book after another, but the Internet can not find even a microblogging glittering Zhong G睒睒.

The top tycoon of this boring, maverick proved: Recognize the environment, find the right product to step on a hold, know how to market in order to win the hearts of consumers.

Now, despite the impact of the new crown epidemic, 2020 has seen the biggest rise in wealth in the last decade.

Over the past year, the stock market boom and the large number of new public companies have created eight new billion-dollar entrepreneurs every week.

In the past year, China has seen more new faces of wealth than the rest of the world combined, and far more than the US.

In 2020, China added 256 new billion-dollar entrepreneurs, making it the first country in the world to have 1,000 known billion-dollar entrepreneurs - 1,056, more than the next three countries in line, the United States, India, and Germany combined.

It is clear that the logic of the wealth creation movement is changing, and that 'going long China' is becoming the greatest certainty in uncertainty.

Undoubtedly, the wealth of the rich rises and falls with the share price of the company in their hands. Today it's you, tomorrow it's him.

And this wealth roller coaster, Nongfusanquan and furtively glittering, and how long can you sit still?